The other day, while driving in the city, I pulled over to let a trailer truck pass through a narrow street. As the driver maneuvered his massive vehicle past mine, he flashed the most enthusiastic wave of thanks. That small gesture didn’t just make me smile—it made my day. It was a powerful reminder of the impact a simple “thank you” can have.
As we approach the busy end-of-year giving season, a time when more than 30% of annual charitable donations are made, much of our attention naturally turns to the ask. We refine our strategies for direct mail campaigns, emails, text messages, phone calls, and personal conversations. But here’s the thing: just as critical to your long-term fundraising success is the thank you.
Are Thank-Yous Part of Your End-of-Year Plan?
A gift receipt isn’t a thank you. It’s a transaction acknowledgement. Your donors deserve more than that—they deserve heartfelt gratitude that resonates. As you plan for the giving season, here are a few ways to make your thank-yous shine:
Make Gratitude a Priority: Start and end every conversation with a thank you. Be specific about what you’re thanking someone for, and do it as soon as possible—ideally within 24 hours.
Personalize Your Acknowledgments: Draft acknowledgment letters that truly convey your appreciation. Consider tailoring letters to different segments of your donor base:
– Consistent Donors: Celebrate their steadfast support.
– Lapsed Donors: Thank them for their past contributions while welcoming them back.
– Active Volunteers: Acknowledge both their time and generosity.
– New Donors: Emphasize the importance of their first gift to your mission.
Related Reading: Donor Advised Funds – A Trend Fundraisers Should Pay Attention To
Handwritten Notes and Calls: There’s something profoundly personal about a handwritten note. Staff, board members, and even recipients of your services (when appropriate) can write these notes to convey deep appreciation. For board members who are hesitant about fundraising, thank-you calls are a meaningful and low-pressure way to engage them.
Tokens of Appreciation: For your largest donors, small, thoughtful gifts like cookies or handmade items created by your clients can leave a lasting impression. It’s not about the cost—it’s about the personal touch.
Thank Volunteers and Staff: Don’t overlook the people working behind the scenes—volunteers, board members, program staff, and fundraising teams. During this hectic year-end season, recognize their contributions. They all deserve your gratitude.
Keep Gratitude Alive Beyond January: Gratitude shouldn’t end when the calendar flips to a new year. Here’s how to maintain the momentum:
– Welcome New Donors: Develop a welcome series of communications that shares your organization’s mission and impact.
– Celebrate Donor-Versaries: Mark the anniversaries of your donors’ giving with a special card or message. Recognizing their loyalty reinforces how much they mean to your organization.
– Share Impact Stories: Send an impact letter or story to donors in the first half of the year, showing them the outcomes their gifts helped achieve. Remind them of the tangible difference their support is making in the lives of others.
The Ripple Effect of Gratitude: Gratitude strengthens relationships, which pays dividends in your fundraising efforts. But did you know it’s also good for your health? Research shows that gratitude can:
– Strengthen your immune system
– Improve heart health and sleep patterns
– Increase optimism and joy
– Reduce feelings of loneliness and stress
– Enhance mental health
A study from Indiana University even found that expressing gratitude can boost mental well-being.
So, this giving season, do something good for your donors and yourself: show gratitude. It’s a simple gesture with a profound impact, and it just might make someone’s day—like that truck driver made mine.
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Maureen Mahoney Hill, CFRE, is the founder and principal of Advancement Advisors, a consulting firm dedicated to helping nonprofits strengthen their fundraising efforts.
By Maureen Mahoney Hill, CFRE, Founder and Principal of Advancement Advisors